SSIA CONVENTION Baltimore to Host SSIA's 2018 Convention
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Winter 2018 • Volume 7 Issue 1
SSIA CONVENTION
Baltimore to Host
SSIA’s 2018 Convention
SSIA is headed to Baltimore for its 114th Annual Convention July
21-22, 2018. The BWI Airport Marriott will host the show and
it’s time to make plans to attend. Here is what you need to do.
Make Your Hotel Reservations
SSIA has secured a group rate of $139 per night. This rate will be
honored until June 27, 2018 or until SSIA’s room block sells out,
whichever comes first. SSIA’s room block often sells out long
before the deadline, so make your reservations early.
Plan Your Visit to Baltimore
To reserve a room, call 410-859-8300. Be sure to tell them you
are with SSIA. You can also reserve a room online by visiting SSIA’s show lasts all day Saturday (including our Saturday night
www.ssia.info/convetion and clicking on the reservations link. gala, free for all members) and Sunday until 2 p.m. For a list of
things to do, there is a separate article in this newsletter. You
Register for the Show can also visit www.baltimore.org or www.visitmaryland.org. The
BWI Airport Marriott is also just 30 miles from Washington, DC.
Show registration is free, but it pays to register in advance to To plan a visit to the nation’s capital, visit www.washington.org.
minimize your time at the registration table in Baltimore. You
can register by visiting www.ssia.info/convention and clicking on Also, visit the SSIA web site for a complete schedule of events.
the registration link. We look forward to seeing you in Baltimore in July.
New Promotion Available for Member Download
SSIA has created a new promotion for members to download.
Visit www.ssia.info to get your copy.
The theme of this promotion is, “Protect Your Investment.” It
is intended to encourage consumers to purchase quality shoes
and maintain them. The materials focus on the physical benefits
of wearing quality shoes and the financial benefits of main-
taining them. They are designed to help you get more of the
footwear you want to see in your shop.
The materials consist of artwork for a poster, artwork for a bag
stuffer, a press release you can copy and send to your local
media and a Facebook header graphic you can use on your
business Facebook page. Previous promotional materials are
available to members on the SSIA web site as well.
www.ssia.info Shoe Service - Winter 2018 1
Support the
Companies that PRESIDENT’S MESSAGE
Support You
The following companies are supplier
members of SSIA. Their support of this
SSIA LOOKS FORWARD TO
association helps us bring you this news-
letter, our conventions and everything A SUCCESSFUL 2018
else we do. Please support them as they
support you. Happy New Year! I can’t believe 2017 Registration: Pre-registration is online
went by so quickly. Here’s an update on now at www.ssia.info/convention. There
Acme Lock and Key what’s going on in 2018. is no charge to pre-register. It will save
Angelus Shoe Polish Company
you time at the show by getting you to
Arbelsoft, Inc. The new board is doing very well. We
Auburn Leather Company
the exhibit hall faster.
Birkenstock USA, LP
can always use more volunteers. If you’re
Boris Shoe Components Supply interested in getting involved with SSIA, Exhibit Space: SSIA supplier members
C.A. Zoes Manufacturing Co. contact me at sandra@ssia.info. Let me can reserve exhibit space online as well
Casali SNC dei F.lli Casali & c. know what interests you and I will find a by going to www.ssia.info/convention.
Cuoificio La Querce S.R.L. way to get you involved. SSIA has held the line on prices this year
DBA Euroimport Co., Inc. / Pedag USA and is expecting a strong turn out. You
DRV Enterprises The best project nobody knows about will not want to miss this show.
Fiebing Company Inc. is SSIA’s plastic bags. We have produced
Gateway Shoe Machine Inc. several million of these bags over the Hotel Reservations: SSIA has secured a
Goodyear Shoe Products years designed to drive consumers to group rate of $139 per night. This rate
Guard Industries
the SSIA web site where they can learn will be honored until June 27, 2018 or
Hickory Brands
International Shoe Equipment about shoe repair. The bags are avail- until SSIA’s room block sells out, which-
Joh. Rendenbach Leather able in boxes of 1,000 from wholesal- ever comes first. SSIA’s room block has
Justin Blair & Company ers throughout the United States and sold out before the deadline for several
Landis International, Inc. Canada. If your wholesaler doesn’t carry years, so make your reservations early.
Moneysworth & Best the bags, a quick inquiry on SSIA’s Face-
Pecard Leather Care Company book page will find one that does. To reserve a room, call 410-859-8300
Pedifix Footcare Products (make sure to tell them you’re with SSIA)
Petronio Shoe Products This is an off year for SSIA’s Silver Cup or visit www.ssia.info/convention for a
Quabaug Corporation Contest, but the shoe repair associa- link to make your reservations online.
Renia GmbH
tion in the Netherlands is holding their
SC Johnson Seminars: SSIA is currently working on
Sellari Natural Wax Company contest this year. Entries were due earlier
SFS Associates, Inc. this month. Good luck to all members the seminar line-up for the convention. If
Shoe Systems Plus who entered. you would like to suggest a topic or, bet-
Sole Choice, Inc. ter yet, present a seminar, let me know
SoleTech Inc. Finally, we are looking forward to SSIA’s at sandra@ssia.info.
Source for You 2018 convention in Baltimore. The Mar-
Spenco Medical Corporation riott BWI will host the event July 21-22. I look forward to seeing you in Baltimore!
SRE Importers Corporation Here is what you need to know now.
SVIG Sandra Verbruggen
Tacco Footcare International SSIA President
Tarrago Brands International
Tauer & Johnson, LLC
Toe Armor
Topy S.A.
SSIA BAGS AVAILABLE
TRG Bestnets USA, LLC SSIA has produced millions of plastic bags in recent years
URAD Products designed to drive consumers to the SSIA web site and
Vibram USA promote shoe repair. Sponsored by member suppliers and
available from member wholesalers in boxes of 1,000, the
bags carry the theme, “Shoe repair ... It’s more than you
think.”
Artwork showing what the bags look like is on the right.
More sponsor logos are on the backs of the bags. The bags
are stocked by several wholesalers. If yours isn’t one of
them, stop by the SSIA Facebook page and ask who has
them. You will get a prompt response.
2 Shoe Service - Winter 2018 Shoe Service Institute of America
www.ssia.info Shoe Service - Winter 2018 3
Support the
Companies that DOUDAKLIAN DELIVERS ELITE
Support You CRAFTSMANSHIP, SERVICE TO
The following companies are whole-
saler members of SSIA. Their support VIRGINIA CUSTOMERS
of this association helps us bring you
this newsletter, our conventions and
everything else we do. Please support
them as they support you.
AGS Footwear Group
Baltimore Leather
Belmont Leather
Burten Distribution
Dacotah Leather, LLC
DC Leather & Findings
Fort Pitt Leather & Shoe Repair
Supplies
Fournitures De Cordonnerie C.B. Inc
Frankford Leather Company
H.L. Zitrin Corp.
H. Leffler & Son Pty Ltd
I. Samuels & Sons
J.H. Cook & Sons, LLC
J. Weiner & Co.
Kaufman Shoe Repair Supplies Steve Doudaklian, winner of the 2017 Robert DiRinaldo Grand Silver Cup, owns and operates
Konomos Distributing Bedo’s Leatherworks in Falls Church, Va. Founded by Steve’s father, Bedo’s celebrated its
LaBelle Supply Co., Ltd. 40th anniversary in 2017.
MacPherson Leather Co.
Miami Leather Company This month, SSIA profiles 2017 Robert passed away in 1991 and, at 24-years-
Montana Leather Company DiRinaldo Grand Silver Cup winner Steve old, I became the owner.
National Leather & Shoe Findings Doudaklian. Doudaklian owns Bedo’s
O. Baltor & Sons Leatherworks in Falls Church, Va. — a Our original shop was small, just
Oregon Leather business started by his father 40 years 450-square feet. In 1998, I purchased a
Ruby Leather Company ago. He has won numerous awards, both building and tripled the size of the shop.
Saderma of LA in the Silver Cup Contest and overseas, It’s just four blocks from our original
Southern Leather Co., Inc. and is widely recognized as one of the spot, but the new location made a huge
most talented craftsmen in the industry. difference and business has continued to
grow over the years. Customers come in
We spoke with Steve about the keys to not just from Falls Church, but from all
success in today’s shoe repair industry, over and this location is better for them.
the Silver Cup Contest and his hopes for
the future. Shoe Service: What are the keys to
growing your business?
Shoe Service: How did you get started in
the shoe repair industry? Doudaklian: Most important, maintain
quality and honesty. It pays off. I see
Doudaklian: I grew up in the business. new customers almost every day. I don’t
My family is Armenian and my father was advertise in regular media. My new
a shoemaker in Lebanon. We came to business is driven by word of mouth, and
the United States in 1977 and he went you only get that if you do quality work
to work at a shoe repair shop. He was a and handle problems (we all have them)
JOIN SSIA TODAY! master craftsman and, by the end of the honestly.
year, opened his own business. We have
been in business for 40 years in Falls Shoe Service: If you don’t advertise,
Visit www.ssia.info/join to Church. what do you do to promote your busi-
become a member today. ness?
I worked in the shop while I was grow-
You can join online or ing up and came on full-time to help my Doudaklian: I do a lot with social media.
download an application to father when I finished high school. He It’s free, but you have to invest a lot of
time.
return by mail.
4 Shoe Service - Winter 2018 Shoe Service Institute of America
I have about 3,500 followers on Insta-
gram where I post photos of my work.
They show the jobs before and after and
describe what I did.
I have also generated customers from
Facebook and I have about 60 videos on
YouTube showing the process of repairs
and bag restorations. I have about 800
followers on YouTube. One of my videos
on the restoration of a Chanel bag has
been viewed more than 60,000 times.
Not all of my social media followers be-
come customers. But if only 10 percent
do, I’m ahead of the game. For me, it’s
the new way of advertising.
In 1998, Bedo’s Leatherworks relocated to a new building which tripled its square footage, creted a better
When you’re out there on social media customer experience and generated increased sales.
showing this type of work, it’s important
to deliver what you promise. When new Doudaklian: It is difficult to focus on don’t like what you do, you’re in the
customers come in, you must continually maintaining craftsmanship when you wrong business. I’m up at 5 a.m. each
give them a quality product. Customer spend half of your time on customer day. I’m in the shop by 6 a.m. and leave
service is key. Take care of them and service. Most of us are not just crafts- at 7 p.m. I love what I do.
resolve any issues that arise. men, we’re the complaint department,
the shoe shiners and the janitors for We all get burnt out from time to time.
Shoe Service: What challenges do you our businesses as well. In order to be But that’s temporary. When it happens,
face? successful, we must wear a lot of hats. step away and clear your head. Take a
And to do that, we must have passion. day off or a weekend off. Think about
If you’re working 12-14 hours a day and where you want to be in a year or five
years and what you need to do to get
www.ssia.info Shoe Service - Winter 2018 5
there. Do you need to clean up your shop? Get some new
machinery? Improve your retail? Be happier and it will reflect in
your business.
Retail is very important. There needs to be a wow factor when
people come into your shop. Shoe repair has changed and you
need to look upscale. You need to look rich to charge rich.
So tidy up. Look professional. Wear an apron or a nice shirt.
Make sure your hands are clean.
Make a good presentation at the counter. Customers see those
things. They’re bringing in expensive items. They want to be
comfortable you will handle them properly. Then back up your
professional appearance with quality work.
Shoe Service: What would you most like to accomplish in 2018?
Doudaklian: I want to improve my work/life/family balance.
I want to bring in more work through social media, but I also
want balance. My family life is important to me, so I don’t work
late nights anymore.
Finding good employees is a huge challenge for our industry, so
I don’t know if I can balance the workload that way. I may raise
prices on the jobs that take longer to make them more worth-
while. I want to do more quality repairs such as high-end bag
restorations – the more difficult, the better. That’s the work I
enjoy most.
Shoe Service: How did you get into that?
Doudaklian: Over the years, people would come in with bags
6 Shoe Service - Winter 2018 Shoe Service Institute of America
Doudaklian: I entered many times before Doudaklian: I would encourage the
winning the top prize. First and foremost, leaders of the industry to realize that we
follow directions. Read the rules and fol- are all in this together. We are all trying
low them. I was disqualified more than to survive. We need one voice focused
once for doing things my own way and on growing the industry. As new leaders
not following the rules. come in, they should have that focus and
a passion for our industry.
Next, just enter. If nothing else, you’ll
see what the judges look for to improve One of the things we decided to do was
future entries. Also, it’s fun. to create a Facebook group called Shoe
repair international (SRI). Not a day goes
And if you win, market your success. I by where someone does not help
haven’t had the chance to do that yet, another person because we all want
but it’s something I need to do. to be successful. It has brought many
people together from different countries
Shoe Service: What is your view of the around the world.
industry moving forward?
The 2017 Robert DiRinaldo Grand Silver Cup proudly
on display at Bedo’s Leatherworks along with the
winning entry.
that needed linings or panels replaced,
that needed to be cleaned, dyed or
restored. These are jobs most people
don’t want to touch, but I enjoy them.
People talk. Word gets out. I’ve been in
this location for 21 years now. If you’re
patient, word of mouth generates a lot of
business.
Shoe Service: What is your reaction
to winning the 2017 Robert DiRinaldo
Grand Silver Cup in SSIA’s Silver Cup
Contest.
Doudaklian: To do my best work and
have it judged best by my peers means
everything to me.
Shoe Service: What tips do you have for
others entering the contest?
TIME TO PAY
YOUR DUES
Dues notices for 2018 membership in
SSIA have been sent by both mail and
e-mail. You can renew online at www.
ssia.info or by sending a check to SSIA
headquarters.
If you have any questions, contact SSIA at
webmaster@ssia.info.
www.ssia.info Shoe Service - Winter 2018 7
SSIA CONVENTION PREVIEW
CAN’T MISS THINGS TO DO IN BALTIMORE
One of America’s Quirkiest Cities, ac- Harbor Place, Fells Point and Harbor Catch an O’s Game at Oriole Park at
cording to Travel & Leisure magazine, East, amazing restaurants, and renowned Camden Yards
Baltimore is also one of America’s most attractions Explore the area by water
welcoming. Come for SSIA’s conven- taxi or walk the 7-mile brick Waterfront Just a long fly ball from Baltimore’s
tion and enjoy the spectacular seafood; Promenade that connects all the action. famous Inner Harbor, with a retro design
visit Fort McHenry, home of the Star that keeps fans close to the action plus
Spangled Banner, or walk the famous Party Like a Pirate at Fells Point the best food in baseball—with options
Inner Harbor—but there’s so much more like legendary Boog’s Barbecue and
in B-More! The British Navy called Baltimore a “Nest The Baltimore Chop House—there is no
of Pirates,” and the Fells Point neighbor- better place than “The Yard” to catch a
Hit the Inner Harbor hood still likes to let its pirate flag fly. game.
Set sail with Urban Pirates Family and
The heart of Baltimore, the Inner Harbor Adult Cruises for a swashbuckling harbor Hang Out in Hampden, Hon
is home to the shops and boutiques of adventure.
One of the top 15 Hipster Neighbor-
hoods in America according to Forbes
magazine, funky Hampden is home to
unique boutiques, daring restaurants and
pubs, and a vibrant arts and music scene.
Hampden’s Honfest, Hampden Fest and
the holiday Miracle on 34th Street are
how Hampden does its part to keep
Baltimore weird.
Experience Fintastic Fun at the National
Aquarium
With its revolutionary architecture and
dedication to conservation, the giant
National Aquarium is one of the most
influential aquariums in the world.
With stunningly beautiful exhibits, the
National Aquarium makes exploring our
ocean planet fun.
Picnic at Fort McHenry, Home of the
Star-Spangled Banner
Now a National Monument & Historic
Shrine, during the War of 1812, Fort
McHenry repelled the British, saving the
city and inspiring Francis Scott Key to
write our National Anthem. A picnic on
the fort’s sprawling, waterfront lawns is
a great way to get in touch with history
and to see the skyline of Baltimore.
Ride the Rails at the B&O Railroad
Museum
Stand under the soaring cupola of the
B&O roundhouse then board one of the
museum’s historic trains for a ride down
the rails. With working trains, model gar-
dens and rides for the kids, the next stop
is fun at the B&O Railroad Museum and,
as a bonus, you get to cross off a spot on
your Monopoly board bucket list.
8 Shoe Service - Winter 2018 Shoe Service Institute of America
VIBRAM KICKS OFF SOLE FACTOR PROGRAM IN 2017
2017 represented the “official kick off” of was able to donate $19,500 to Big City est. There were many questions about
the Vibram Sole Factor program. Since its Mountaineers. how we did certain things, and what my
inception, the goal of this program has thoughts were on specific soles. There
been to show consumers shoes can be Here are some comments from repair- were also many hoping that the tour
repaired and customized as an alterna- ers who participated in the Sole Factor comes to their towns. I look forward to
tive to disposing of footwear. Last year, events. seeing what next year’s tour brings to the
REI launched the Vibram Sole Factor tour industry.”
exclusively as a retail partner. REI and Peg Larabell
Vibram marketed the tour and event Third Street Leather & Shoeworks Myriam Uhde
stops beginning in May. At every event, Fast Feet Shoe Repair
local shoe repairers were invited to at- “As a cobbler, it is my goal and my plea-
tend. At these events, repairers were sure to bring the highest level of crafts- “It was really a wonderful experience, I
able to demonstrate their capabilities manship I can to my daily work. There- truly mean that. The RV set up is awe-
to local consumers. While repair work fore I was overjoyed to see that the level some. The team was great. Michael,
at these events was marketed as free (a of craftsmanship displayed on the RV Shaun and Gino are very good at what
$20 donation to Big City Mountaineer was outstanding. Several customers even they’re doing and love it. It makes
was requested) repairers were encour- poked their head into the back of the RV working fun. I felt part of the team right
aged to hand out business cards, so any to thank us for the quality job.” away.”
future work would be performed by the
Patrick Carlisle Gino Gentile
local cobbler. Many of the consumers
Cobblers Corner Shoe Repair Anthony’s Shoe Service
visiting REI stores are young, professional
people. They have grown up in a dispos- (San Francisco, CA)
“I would like to extend my gratitude to
able society. By showing the capabili- everyone I worked with at the Colorado “This year I had a great experience to
ties of shoe repairers, we are looking to events. It was a true honor for me and have the honor to work on the Sole Fac-
increase the awareness of shoe repair I learned so much more about the Sole tor RV tour. It gave me a great experience
and promote the business. Factor products.” of the expansion of diverse line of soles
The Sole Factor program and the guest for customizing boots and shoes, casual
Mohamed (and Holly) Mahfoze athletic and hiking. But most importantly
cobblers were able to support 26 stops Deans Shoe Repair
across the USA, with 73 days in total the adhesive process. Once you learn the
operation, upgrading 1334 pairs of identification of materials for the Vibram
“Working with Gino Conti, Shawn, Mike products Sole Factor offers…this gives
shoes. We visited; Vail, CO, Portland, OR, and Spencer was a great boost - learning
Hood River, OR, Miami, FL, Seattle, WA, a peace of mind and a guaranteed and
new techniques, several of which I have reinforcing satisfaction that is carried out
Issaquah, WA, Tualitin, OR, Berkeley, already implemented in my own shop.”
CA, Saratoga, CA, Manhattan Beach, CA, to your own shop.”
San Diego, CA, Burbank, CA, Arcadia, Luke George The 2018 Sole Factor tour is now in
CA, Sacramento, CA, Reno, NV, Salt Lake George’s Shoe Repair its final planning stages. Vibram will
City, UT, Lakewood, CO, Fort Collins, CO,
be reaching out to local repairers who
Denver, CO, Minneapolis, MN, Madison, “I posted several pictures and how I loved
would like to participate, once the final
WI Timonium, MD Cary, NC and Vibram the experience, and it got lot of inter-
schedule is announced.
www.ssia.info Shoe Service - Winter 2018 9
SSIA CONVENTION PREVIEW
13 FREE THINGS TO DO IN WASHINGTON, DC
SSIA’s 2018 convention host hotel, the Visit the National Mall - the Smithson- See the animals at the National Zoo
Marriott BWI Airport, is just 30 miles ian and the National Monuments
from Washington, DC. There are plenty The National Zoo is set within the beauti-
of free things to do in the nation’s capital The National Mall is the first stop on ful Rock Creek National Park and is a part
all year. Whether you are looking for most sightseeing tours of Washington of the Smithsonian Institution. Admission
some family fun, an excursion out with DC and most of the attractions are free. is FREE! The attraction is one of the most
some friends or even a quiet day to your- With dozens of museums and historic kid-friendly places to visit in the nation’s
self, it is a great place to experience a sites, there are plenty of things to see capital where you can see more than 400
wide variety of cultural and recreational and do to keep the whole family oc- different species of animals.
activities. You will find free attractions, cupied. This part of the nation’s capital
festivals and events, educational pro- is home to the national memorials and Enjoy a performance at the Kennedy
grams and much more. miles of green space. Take your time and Center’s Millennium Stage
remember you can’t see it all in one day.
Washington DC’s premier concert hall
offers a free performance every evening
at 6 p.m. Programs include performances
by the National Symphony Orchestra,
jazz musicians, poets, dance troupes and
more. The Kennedy Center also hosts a
variety of seasonal festivals and provides
free guided tours of the facility.
Learn about Congress and tour the
Capitol
Guided tours of the U.S. Capitol building
are free, but require tickets which are
distributed on a first-come, first-served
basis. While waiting for tours, visitors
can browse galleries at the Capitol Visi-
tor Center that display historic artifacts,
touch a 10-foot model of the Capitol
Dome and watch live video feeds from
the House and Senate.
Tour Arlington National Cemetery
More than 330,000 American servicemen
as well as many famous Americans are
buried at the 624 acre national cemetery.
Visitors can walk the grounds for free or
take a guided bus tour. Be sure to see the
Changing of the Guard ceremony at the
Tomb of the Unknowns and visit Arling-
ton House, the former home of Robert E.
Lee which is located atop a hill, providing
one of the best views of Washington, DC.
Take a free tour of the Bureau of Engrav-
ing and Printing
Everyone loves to watch real money be-
ing printed! See how U.S. paper currency
is printed, stacked, cut and examined for
defects. Free tours are every 15 minutes,
Monday through Friday, 9:00 a.m. to 2:00
p.m.
10 Shoe Service - Winter 2018 Shoe Service Institute of AmericaTour the White House To arrange a free tour of the White House, you must make a request through a member of Congress. Group tours are held Tuesday through Saturday from 7:30 a.m. through 11:30 a.m. and are scheduled one month in advance. Without advance planning, you can visit the White House Visitor Center, located at the southeast corner of 15th and E Streets, which is open daily from 7:30 a.m. until 4 p.m. See historic patriotic documents at the National Archives See the original Declaration of Independence, U.S. Constitu- tion and Bill of Rights at the National Archives. There is also a state-of-the-art theater and a special exhbit gallery devoted to document-based exhibits on newsworthy and timely topics. Visit the National Gallery of Art The world-class art museum displays one of the largest collec- tions of masterpieces in the world including paintings, drawings, prints, photographs, sculpture, and decorative arts. Explore the East and West Buildings. Enjoy an educational program, lecture, guided tour, film, or concert. Take a walk outside and visit the National Gallery of Art’s Sculpture Garden to take in art and some fresh air. Explore the Library of Congress Unknown to many, the Library of Congress is one of the most beautiful buildings in Washington DC. There are interactive ex- hibits and the re-creation of Thomas Jefferson’s original library. Free lectures, concerts, exhibits, and poetry readings are held regularly. The Library of Congress is located near the U.S. Capitol Building and the U.S. Supreme Court Building. Visit the Pentagon and take a free guided tour The headquarters for the Department of Defense is a fascinating building. Guided tours are given by military personnel and are available by reservation only. Learn about the mission of the the four branches of the military (Navy, Air Force, Army and Marine Corps). Be sure to visit the Pentagon Memorial as well. Visit the United States Holocaust Memorial Museum The permanent exhibition at the Holocaust Memorial Museum presents a narrative history of the Holocaust, the annihilation of 6 million European Jews By Nazi Germany from 1933 – 1945. Free Timed Passes are required for the permanent exhibit. Visit the National Arboretum The National Arboretum displays 446 acres of trees, shrubs and plants and is one of the largest arboretums in the country. Visi- tors enjoy a variety of free exhibits from formal landscaped gar- dens to the Gotelli Dwarf and slow growing Conifer Collection. www.ssia.info Shoe Service - Winter 2018 11
SHOP MARKETING
SOCIAL MEDIA TIPS FOR YOUR BUSINESS
The social media universe can be an overwhelming place for
hanging out and learn how to use that platform to reach them.
small businesses, and you’re likely strapped for funds, time, and
It’s much easier to go to them than to try to bring them over to
manpower. You need a game plan. Where do you start? What
your favorite space.
do you post? How do you measure?
Take on what you can handle–and nothing more.
Getting Started
Planning, creating, scheduling social media content and hav-
A lack of social presence makes customers question your ing conversations with potential customers takes time. If you
legitimacy. sign up for every social media channel under the sun, you will
be spreading yourself too thin and your content will perform
It’s no longer a question of “if” you should get on social media, poorly.
but instead “what” social media you should focus on. Any
business with a social media presence is automatically viewed
What Should I Post?
as more competent, focused, and thoughtful than competitors
that do not. An active social media presence is even better, Take your cues from the successes of others.
since it shows customers that your company runs smoothly and
takes care of everything, down to the online marketing pres- You can find ideas anywhere; be sure to analyze and watch what
ence. other businesses are doing that catches your attention. Sign up
for social media articles and tips from experts so you can receive
When you’re just getting started, push as much content as pos- daily or weekly emails with all sorts of tips, new information and
sible, as consistently as possible. You just want to get started social updates.
and build content.
People go on social media to be entertained, not to be market-
Where Should I Post? ed at. Therefore, whatever your company puts on social media,
it should be built to engage first and market second, if at all.
Start where your customers are.
Being useful to your followers is crucial for engaging an audi-
Just because you love reddit doesn’t mean your customers ence. A genuine approach actually enables business owners to
are there. Figure out where your ideal customers are already save time.
Use high quality, crisp visuals. Recent research shows images
increase social media engagement: Twitter updates with images
in them receive 150% more retweets than those without and
Facebook posts with images in them receive 2.3 times more
engagement than those without.
Scheduling
Investing in a scheduling tool, like Buffer for Hootsuite, to
schedule your social posts in advance. These tools will save you
hours of time each week. Social scheduling tools allow you to
schedule posts across multiple social channels for the day, week
or month. This way you don’t spend 30-60 minutes every day on
social media.
Measuring Returns
Decide what action you really want your followers to make. Do
you want them to click through to your website? Do you want
to start more conversations with them through social? Do you
want them to claim an offer that you’re sharing specifically
through social media?
Define the action you want them to take and start tracking it.
Social media is at least as much about branding as it is market-
ing so if you make sure you’re putting your best foot forward
and branding yourself as an authority in your industry, you’ll be
just fine.
12 Shoe Service - Winter 2018 Shoe Service Institute of Americawww.ssia.info Shoe Service - Winter 2018 13
SSIA CLASSIFIEDS
SSIA’s classified advertising section is available nailer. Champion Model 77 McKay stitcher. We are located in Landover, MD and currently
to shoe repair shop owners or shoe repairers Singer 29k60 long arm patch machine. Ameri- operate 15 Shoe Repair Shops in the MD, DC
desiring to sell or buy shoe repair businesses; to can 5 in 1. Jack stand with lasts. Auto Soler heat and VA area. Salary negotiable. Contact Joe
employ help or find employment; or to offer for lamps. Request pictures if interested. Call 281- Stern, 831-741-6191 or joesme@me.com.
sale or to buy machinery or equipment. 7445-754 or email redwingkaty@gmail.com.
Iowa City Shoe Repair Location
Advertisements in this section cost $25 and run Cobbler Wanted Lucrative Shoe Repair Business with 25+ years
for three months on the web site and appear in Established San Diego, Ca based company of quality customer base. Majority of repair
this newsletter. Visit www.ssia.info/classifieds to seeking full-time specialist to repair and clean includes soles, heels, Birkenstocks, & orthopedic
submit your ad. high fashion shoes and handbags. Master level work. Store comes equipped with $15,000+ of
experience required. Contact Chuck @619-246- machinery and $12,000+ of retail product and
While SSIA will not knowingly accept advertise- 5895. repair supplies. Detailed listing may be provided.
ments that contain misleading representations Prime location near downtown with 4 years
of items offered for sale, it does not assume Equipment & Inventory For Sale $30,000 remaining on an existing lease with a locked
responsibility for the accuracy or truthfulness Sutton S2000 Finisher, Longhorn Auto Soler in rate, new lease may be negotiated. Asking
of advertisements in this section. Buyers of any (male) & Longhorn Auto Soler (for parts), Auto $50,000 OBO. danielle.woerth@gmail.com.
offerings in this section should make their own Soler Heel Wheel (2), Landis Stitcher, Singer
investigations. Long Arm Patcher Sewing Machine, Landis 5-in- Shoe Repair Shop Manager Needed
1, Nipper, Manual Shoe Presses (2), Last Forms Anthony’s Shoe Repair in Orange County
Job opportunity in Wilmington, DE & Pattern Cutters. Sale also includes inven- California is seeking a person for a shoe repair
Searching for an experienced shoe repairer to tory leather skins, repair accessories & repair manager. Must be familiar with shoe, rip and
join our team. Full or part me. Please contact benches. smartchoiceshoerepairservice@gmail. other leather repair services. Required to
Sandra Verbruggen at 302 670 6160, email at com. interact with customers, other employees, sell
fastfeetde@aol.com or stop by our main shop offered services and handle other managerial
at Fast Feet Shoe repair, (inside the concord Master Cobbler and Shop Manager duties. Call Greg at 949-673-4640 or e-mail
mall) 4737 Concord Pike, Wilmington, DE I am looking for a motivated and talented Cob- info@shoerepair.com.
19803. Hours are Mon - Sat 10 am - 9 pm and bler to run my Shoe Repair Shop at our head-
Sunday 11 am - 6 pm. quarters. This person will manage a 3 person Landis 12 L and Lasts
team, be responsible for customer service and Landis 12 L for sale runs and sews, with a box of
Machinery for Sale growth of the retail business. Opportunities for parts, also have several sets of lasts, jorgen-
Two Sutton Rapid E solers. Sutton S2000 fin- growth in the Shoe Repair shop and wholesale sonjh@gmail.com.
isher. Auto soler press. Auto Soler boot model operation with possible ownership opportunity.
14 Shoe Service - Winter 2018 Shoe Service Institute of AmericaSCHOLARSHIPS
TWO TEN ACCEPTING SCHOLARSHIP APPLICATIONS
Need money for college? Two Ten • Applicant must be a United States Application Instructions
Footwear Foundation gives $1 million in citizen or eligible non-citizen
scholarships to footwear employees and Apply online (www.twoten.org) for the
their families each year. • Applicant must be enrolled or about Classic Higher Education Scholarship, or
to enroll in an accredited two or read through the industry or association
Two Ten Higher Education Scholarships four-year college, university, voca- specific scholarships, select the one that
are available to students who meet the tional/technical school or nursing most closely matches your eligibility and
eligibility requirements cited below. As a school apply to the appropriate single scholar-
need-based Scholarship Program, awards ship.
are made based on financial need in • If you have additional questions
addition to academic performance and about our Scholarship Program, Renewal Scholarship Eligibility
personal character. please call International Scholarship Requirements
& Tuition Services (ISTS) at (855)
Students attending or planning to attend 670-ISTS or email contactus@apply- In addition to the previously-noted
an accredited two or four year college, ists.com requirements, applicants must up-
university, nursing or vocational/tech- load a current college transcript and
nical school for full or part-time study “We all know the rising cost of getting
an education often pushes the dream of maintain a 2.5 GPA or above.
are welcome to apply. Awards of up to
$3,000 annually are renewable for up to success out of reach. With the help of
Two Ten I have been able to move closer All information must be submitted
four years of undergraduate study.
to realizing my dream of attaining my electronically. Any information sent
Eligibility Requirements degree in business administration. I am physically to Two Ten or ISTS will not
blessed and beyond grateful,” says Alison be attached, therefore marking the
• Applicants or their parents must Lawson, CS Trainer, Adidas Group. application as incomplete.
have a minimum of two years’ em-
ployment in the footwear industry The application deadline is April 5,
(1,000 hours over two years) 2018.
www.ssia.info Shoe Service - Winter 2018 15Shoe Service Institute of America
1013 Beards Hill Rd., Suite 101
Aberdeen, MD 21001
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